If typography is calling attention to itself, it's taking that attention away from what the words are saying.

Simplicity, wit, and good typography.

I believe sans serif typefaces - today upheld as models of neutrality and legibility - were called "Grotesques" in the 19th century because people thought they were hideous. But now we're used to them.

I have a really shallow idea about what Australia is.

I think that you could design a terrible logo for a good company with great people and they could build it into a great program. Alternatively you could design what seems to be a brilliant logo for people who are not smart or energetic or are incapable of associating with anything positive and it would become a terrible logo.

There was a time when most people had a choice between two kinds of personal communication, handwriting or using a typewriter. Today, people are invited to choose from a list of (surprisingly exotic) typefaces every time they turn on their computer. I think this has made everyone more aware of the idea that picking a typeface is a conscious choice.

The studies I've seen about readability and legibility tend to focus on a specific set of metrics: size, not just the point size, but things like the size of the lower case letters as a proportion of the overall letter height, and line length. People simply can't read really small type set in really long lines.